Your shop opens at 9 a.m. In a span of 14 hours, only about 50 people visit your store and browse through the shelves, and only half make a purchase. What could be causing this slow pace of business?

These are real questions that the science of data analytics and Big Data helps uncover. So, what is Big Data?

Big Data refers to mountains of structured and unstructured data—such as behavioral, financial, and technical data—which reveal how companies operate and interact with their markets. 

Insights gleaned from these numbers can help businesses gauge their customers better and create a map of their “journey.” For example, Big Data in e-commerce includes details on how many online shoppers abandon their carts and why; which hours see the highest traffic and where; which influencers are talking positively or negatively about a brand; and how people are reacting to the buzz. You can leverage all of that to optimize your business accordingly. 

While every business relies on data, not all know how to turn those numbers and patterns into actual insights. A missed opportunity—as you can use Big Data to improve the customer experience, drive operational efficiency, increase sales, and improve a company’s reputation. 

Indeed, the wealth of data available to businesses can be used to bolster efforts to attract and retain customers. Here are five ways to optimize the customer experience with Big Data:

Improve Operational Efficiency

Imagine a customer who visits an online store for the first time only to find that the product gallery takes so long to load, or that the product pages lack crucial information, such as return and refund policies, which help speed up the buying decision. 

No matter how enticing a product or offer may seem, customers will easily be put off by bad service. This stems from operational inefficiencies, such as delays in providing information and in processing orders or shipments, as well as failure to empathize with and assist customers who have concerns.  

Big Data reveals the common pain points customers might have from start to finish. With speed as the most crucial aspect of online shopping, companies that use of analytics can identify how and where buyers find difficulties on their customer journey, and thus improve their experience accordingly.

Utilize customer geographical data 

Localizing your strategies and customizing the customer experience requires that you know where your market is. From a brand’s interaction with buyers, Big Data can be used to pinpoint the areas and regions where there is high activity. 

Geolocation services, for instance, deliver timed and targeted marketing content to potential buyers within a specific area. Knowing the preferences of customers based on their geographical data and cultural background will help businesses target the right market more efficiently and avoid spending on campaigns that won’t resonate with the audience.

READ THIS RELATED ARTICLE: 4 Types of Customer Feedback and How to Collect Them

Integrate data on customers’ interaction with your site

It isn’t enough to build just any website for your business. It needs to be responsive to the customers’ needs. The only way to determine this is by measuring how buyers navigate through your site and maximize the features—from the moment they load the page and view the products to the moment they check out.

Data on touchpoints—areas of the site where customers spend most time clicking or browsing—will reveal the kind of interaction they have with the brand and the likelihood of a conversion. 

Are shoppers clicking on banners ads and flash sale promos on top of the page? How long do customers look through the gallery before adding the item to their shopping cart? How often do they click on the blog to see more information about the brand? Do they answer the customer survey or opt-in to email subscriptions?

By understanding and integrating insights on online behavior, companies can determine how best to design their e-commerce platforms around customer interactions and prompt them to make a purchase.

Leverage data on social interactions of your customers 

Gone are the days when satisfied (and dissatisfied) customers would share their opinion of a brand or product only by word of mouth. These days, companies have to be in the know 24/7 about what customers might be saying about them on social media. Instagram, Facebook and Twitter have become an extension of the traditional customer feedback portal. 

With the buzz on social media amplified through the users’ ability to share and reshare content, it’s a must for businesses to measure social interactions with their target buyers and wider online community.  

Brand influencers can sometimes make or break a business with a single post. Social listening tools thus offer data on the positive and negative mentions of a brand across different networking sites. 

Tapping into these reactions by measuring them as metrics will help companies shape their online reputation more positively and attract a broader customer base. Apart from reputation management, brands can also use data on social interactions to get critical feedback from their customers regarding their products and customer service.


Listening to your customers and studying their behavior are the first steps to providing excellent customer experience. The next is to devote resources to analyze customer data, drawing insights from the results, and use these data to optimize the customer experience.

At the heart of every great business is the willingness and capability of a company to offer a superb customer experience. One way you can provide that is by tapping a customer service outsourcing provider. Big Data opens up a world of possibilities for companies of any type, and customer support outsourcing services give you access to those valuable customer data, which you can turn into positive interactions with customers.

Whether your company is looking to tap into new buyers or nurture existing ties, excellent customer support is integral to modern business practice. It relies on having the right insights and backing it up with the help of a reliable customer service team. 

Unlock your potential with a phenomenal data-driven customer support team like SuperStaff. Contact us today!

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